What Percy does

Percy (formerly Buyside, founded 2017 by Charles Williams) is a behavioral data and market intelligence platform serving the U.S. real estate and mortgage lending industries. Its core product, the PercyHome Market Intelligence Platform, uses a proprietary machine learning engine to aggregate billions of pre-buying and pre-selling consumer behavioral signals from major real estate search portals and brokerage websites, predicting homeowner transaction timing and matching buyers to listings across brokerage networks. The platform includes white-labeled home valuation landing pages, a Buyer Market Analysis tool for listing presentations, a Home Equity Dashboard for mortgage lender engagement, and buyer matching that aggregates buyer demand across the brokerage.

The company operates a B2B subscription SaaS model with three GTM motions: enterprise sales to large brokerages (150+ customers representing 250,000+ agents and 60% of U.S. real estate transactions), OEM/embedded distribution through strategic alliances (Black Knight for mortgage, Roof AI for buyer-side engagement), and self-serve single-user subscriptions for individual agents (Free, Standard, Pro tiers). Pricing is governed by individual Enterprise Agreements for brokerage clients and tiered monthly subscriptions for single users.

Following a $10M equity raise in May 2022 and rebranding from Buyside to Percy.ai, the company expanded from real estate into the mortgage lending vertical, integrating with lender systems to enable purchase business generation through agent co-sponsorship and co-branded marketing. The company is headquartered in the Nashville/Brentwood, TN area (per multiple news releases and the website's Brentwood mailing address, despite firmographic data listing Philadelphia), is privately held and venture-backed by strategic investors including Howard Hanna Real Estate Services and Leading Real Estate Companies of the World, and has earned industry recognition including the 2024 Inman AI Award and consecutive HousingWire Tech100 honors.

Name

Percy

Legal name

Percy.ai.AI

Website

https://percy.ai

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Percy.ai is a behavioral data and market intelligence SaaS platform that uses proprietary machine learning on billions of consumer signals to predict home transaction timing for U.S. real estate brokerages, agents, and mortgage lenders.

Ownership category

akta.pro rank

Product category

Real Estate Analytics Software

NAICS

Offices of Real Estate Agents and Brokers (5312)

SIC

Real Estate Agents & Managers (For Others) (6531)

akta.pro primary industry

Home Equity Valuation & Collateral Management (AVM/Appraisal/BPO) (FSALAGAJ)

Keywords

• Real estate analytics
• Buyer intelligence platform
• Mortgage lead generation
• Home valuation tools
• Seller lead platform

Headquarters

HQ city

Philadelphia

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations

Revenue model

1. Subscription SaaS Licenses: Percy.ai operates on a subscription SaaS model with tiered plans (FREE/Brokerage Only, STANDARD, PRO). Brokerages pay for platform access to generate seller leads, manage client relationships, and provide tools to their affiliated agents. Enterprise agreements govern large brokerage accounts. Individual agents can also subscribe directly through self-serve registration.
2. Single-User Agent Subscriptions: Individual real estate agents and loan officers can subscribe directly to Percy.ai's platform through single-user licenses. The pricing page shows a FREE tier for brokerages, STANDARD, and PRO tiers with escalating features including white-label branding, bulk client import, buyer matching, CRM API integration, and training support.
3. Enterprise/Brokerage Agreements: Enterprise users are governed by individual Enterprise Agreements with custom terms, separate from standard Terms of Service. Fees are specified in separate enterprise contracts rather than public pricing, indicating negotiated B2B SaaS agreements with major brokerages and lenders.

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels9 records

Core offering

Percy provides a behavioral data analytics SaaS platform that aggregates billions of pre-buying and pre-selling consumer signals to deliver real-time pre-mover intelligence, white-labeled home valuation landing pages, buyer market analyses, and home equity dashboards. Its core product, the PercyHome Market Intelligence Platform, is sold via enterprise agreements to real estate brokerages and mortgage lenders and through tiered subscriptions (FREE, STANDARD, PRO) to individual agents to generate seller leads, win listings, and close more transactions.

Product overview

Percy.ai (formerly Buyside) is a behavioral data analytics and fintech marketing company offering a unified platform with multiple integrated modules. The core product is the PercyHome Market Intelligence Platform, which uses proprietary machine learning to aggregate consumer behavioral signals and deliver pre-mover data intelligence. The platform comprises: Home Valuation Sites (HVS) as the primary seller lead generation tool, the Home Equity Dashboard for mortgage lender engagement, Buyer Market Analysis reports for listing presentations, and Single User Licenses with tiered plans (Free, Standard, Pro). Enterprise offerings include brokerage platforms for inventory capture and lender platforms for purchase business creation. The platform serves over 150 brokerages representing 250,000+ agents and has expanded from real estate into mortgage lending, with annual National Home Valuation Week events driving engagement.

Differentiator

Problem solved

Functional benefit

Products and services

• PercyHome Market Intelligence Platform Proprietary market intelligence platform that uses machine learning to deliver real-time pre-mover data on consumer behavior and home buying intent. Empowers real estate brokers, agents, and mortgage lenders with actionable insights to secure leads, win listings, and close transactions.
• Home Valuation Site (HVS) White-labeled landing pages provided to brokerages and agents that engage seller leads with equity insights and proprietary market demand data. Provides homeowners with 3 automated valuation models (AVMs), buyer demand metrics, and monthly email reports, establishing agents as local market experts.
• Home Equity Dashboard Personalized dashboard for homeowners showing valuation estimates, equity calculations, sale proceeds estimates, refinance options, and borrowing power. Enables agents and loan officers to engage homeowners with financial insights about their largest asset.
• Buyer Market Analysis (BMA) Analysis tool that shows agents information about buyers searching for properties similar to a homeowner's property. Includes buyer demand data, trends, and nearby sales data to strengthen listing presentations and agent positioning as local market experts.
• Single User Licenses Subscription product for individual real estate agents offered in three tiers: FREE (Brokerage Only), STANDARD, and PRO. Includes My Clients Dashboard, PercyHome Valuation Landing Page, Marketing Suite, Monthly PercyHome Report, bulk client import, Buyer Match, CRM API integration, white-label branding, and onsite training.
• Enterprise Brokerage Platform Enterprise-level platform for real estate brokerages providing tools to capture seller leads, win more listings (25% increase claimed), and close more sides (42x ROI). Integrates with existing brokerage websites, provides broker-level analytics, and supports white-label deployment.
• Mortgage Lender Platform Platform for mortgage lenders to build agent relationships, engage homeowners, and create purchase business opportunities. Includes Home Equity Dashboard, agent co-sponsorship tools, and co-branded marketing impressions. Adopted by Prosperity Home Mortgage, BECU, HUNT Mortgage Corp., Cornerstone Home Lending, and Priority Home Lending.

Quantifiable outcome

• 409% average ROI achieved across all customers
• +9 more outcomes

Named customers15 records

Segments6 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability7 records

Feature6 records

Partnerships

Eight partnerships are on record, tiered core, major and notable.

• Roof AIcoreStrategic or Co-development Partner · 11 July 2023Roof AI and Percy.ai entered a strategic partnership to enhance revenue opportunities in real estate by integrating their technologies. Roof AI specializes in buyer-side consumer engagement while Percy.ai focuses on seller-side engagement, creating a comprehensive solution covering both sides of the real estate transaction. The partnership enables real estate professionals to target consumers at the right time across both buying and selling journeys. Kevin Kaplan, COO of Long Realty, endorsed the integration as a game-changer that saves time and creates personalized client experiences.
• Black KnightcoreStrategic or Co-development Partner · 31 May 2022Black Knight announced a strategic alliance with Percy.ai to offer an advanced AI-powered client engagement solution to Black Knight's clients across real estate and mortgage. Black Knight integrated Percy.ai into several of its mortgage and real estate offerings to provide a seamless, integrated experience. Ben Graboske, President of Black Knight Data & Analytics, stated that the alliance would allow clients to use an AI-powered, big-data-fueled approach to intelligently engage customers and generate inventory. Black Knight was the target of a $13.1 billion acquisition by Intercontinental Exchange Inc. (ICE).
• Prosperity Home MortgagemajorTechnology or Integration · 24 May 2022Prosperity Home Mortgage, with 565 loan officers across the United States, is a major customer of Percy.ai's mortgage platform. Ron Wivagg, National Sales Manager for Prosperity Home Mortgage, stated: 'With Percy.ai's success and adoption from our real estate brands, it only made sense for PHM to leverage the same application for our loan officers. We now have a tech ecosystem that services both the real estate and mortgage businesses.' Case study data shows 25,650 agents co-sponsored, 112,248 co-branded impressions, and 5,012 listings closed.
• HUNT Mortgage Corp.notableTechnology or IntegrationHUNT Mortgage Corp. (the mortgage arm of HUNT Real Estate) uses Percy.ai technology. Chairman & CEO Peter Hunt is featured as a customer advocate, stating the platform delivers the best data for bottom-line results. The company logo appears on Percy.ai's mortgage section homepage.
• BECUnotableTechnology or IntegrationBECU (Boeing Employees' Union Credit Union), one of the largest credit unions in the U.S., appears as a featured lender customer on Percy.ai's mortgage homepage. The partnership extends Percy's reach into the credit union/mortgage servicing channel.
• Cornerstone Home LendingnotableTechnology or IntegrationCornerstone Home Lending appears as a featured lender customer on Percy.ai's mortgage section homepage, indicating an active partnership for providing mortgage wholesale tools and homeowner engagement capabilities.
• Priority Home LendingnotableTechnology or IntegrationPriority Home Lending was brought into the Percy.ai partnership through John L. Scott Real Estate's adoption of Buyside/Percy mortgage products. The partnership extends the platform's reach into the Pacific Northwest market through John L. Scott's agent network.
• Long RealtynotableTechnology or IntegrationLong Realty was one of the early adopters of Buyside's Home Valuation Sites to increase listing inventory. The company subsequently adopted Percy.ai mortgage products and participated in the Roof AI integration pilot, with COO Kevin Kaplan publicly endorsing the combined platform.

Scale indicators16 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• HouseCanary: HouseCanary provides AI-powered residential real estate analytics, valuations, and market insights to brokerages, lenders, and investors. Directly comparable to Percy.ai in using ML-driven property data and AVMs to inform real estate professionals, though with a stronger institutional valuation tilt.
• Likely Homes: Likely Homes uses AI and behavioral signals to identify likely home sellers and provide automated, personalized outreach for real estate professionals. Closely comparable to Percy.ai's seller-side behavioral intelligence and lead generation value proposition for agents and brokerages.
• Offrs: Offrs provides seller prediction and seller lead generation for real estate agents using predictive analytics on homeowner behavior. Directly comparable to Percy.ai's seller-side pre-mover prediction offering, though typically narrower in scope.
• First.io: First.io provides AI-driven real estate referral, prediction, and agent matching tools that identify likely movers and connect agents. Overlaps with Percy.ai on behavioral signals and pre-mover identification, though positioned more toward agent-to-agent referrals.
• Restb.ai: Restb.ai applies AI and computer vision to real estate listing imagery and property data for brokerages and MLSs. Notably, Percy.ai's CSO Lisa Larson was previously Managing Director at Restb.ai, signaling strong thematic overlap in ML-driven real estate intelligence.

Broad incumbents

• CoreLogic: CoreLogic (now part of ICE) is a large-scale real estate data, analytics, and valuation provider serving lenders, brokerages, and governments. Overlaps with Percy.ai in AVMs and property intelligence but at much broader scale and with deeper institutional reach.
• Black Knight: Black Knight (acquired by ICE for $13.1B) provides mortgage and real estate technology, data, and analytics across the loan lifecycle. Percy.ai is both a partner (via strategic alliance) and a partial competitor in AI-driven client engagement for lenders and brokerages.
• MoxiWorks: MoxiWorks is a real estate technology platform serving brokerages and agents with CRM, marketing, and lead generation tools. Overlaps with Percy.ai in brokerage productivity and agent enablement, but as a broader horizontal platform rather than a behavioral intelligence specialist.
• Zillow Group: Zillow operates one of the largest consumer real estate marketplaces and offers tools and data to industry professionals. Comparable to Percy.ai as a source of behavioral signal data and a competitor in agent-facing productivity tools, though with a fundamentally consumer-first orientation.
• Realtor.com (Move, Inc.): Realtor.com (operated by Move, Inc., a News Corp subsidiary) provides real estate listings, market data, and agent tools. Comparable to Percy.ai in aggregating consumer real estate behavioral data and serving broker/agent productivity, though at much greater scale via its portal.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/percy_ai_

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Funding overview

Funding rounds2 records

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Percy